The Pizza Room

About The Pizza Room

Italian fire-baked pizza concept The Pizza Room was founded by Pamela Aiko Tironi, whose background is in investment banking, and Awet Ogbaghiorghis, who previously worked at City University. The Pizza Room opened its first site in 2013 and has since grown to six locations in London - four Pizza Rooms and two Coffee Room shops - and it also developed a pasta house concept. “Our plan is to grow the business through owned and franchised new shops to get to more than 50 locations by 2030,” franchise director Mike Pieri told Propel in June 2025. “We are also looking for investors to support this development plan. We are considering other locations in London and outside the capital too. At the moment, we are accepting applications from all over the UK, but our focus is on the belt surrounding London, which is logistically and strategically more logical for us. The next opening will be Walthamstow, later this year. We have been franchising for just one year and already have one franchisee on board for The Coffee Room, located in Deptford. We are discussing two other openings with franchisees in two other areas of London, but the agreement has not been finalised as yet. We want to grow all of our concepts. Depending on the size of the future shops, our pizza, coffee and pasta formats can be implemented as physical or virtual brands in the shop, expanding the opening time and the offering of the shop itself.” In December 2025, the team said it was set to open its first combined site under both the The Pizza Room and The Coffee Room concepts, in Fulham.

Why franchise with The Pizza Room

• ✓Pieri said The Pizza Room, which exhibited at the London International Franchise Show in April, 2025 offers six models of franchising – “from a virtual brand solution to a single site, and from a rent-to-own plan for franchisees who want to take over one of our existing locations to a regional developer”. Its first 20 franchisees will have the chance to implement all three brands at the price of a single brand affiliation. Its franchising entry fee is £10,000 and its fixed monthly fee is £1,000, plus a marketing fund fee or £250 per month. The company said it offers low investment of £50,000-£100,000 per store, with a reduced risk, high potential and versatile model. It said it attracts high margins through optimised costs and revenue through strategic size and location, with 20% net profit. The company said its stores can be operated by just two people and that it offers scalable options, with add-on coffee and pasta modules available. “Until now, to open a pizza franchise, one could either invest in a capital-intensive and high-risk venture, or a low-end, suburban shop that often compromises on quality,” it said. “The Pizza Room is the only solution that combines authenticity and prestige with low investment and a compact, easy-to-operate space.”

Investment breakdown